"Business magazines and fashion blogs all tell the same story: we’re growing more and more discerning and nerdy when we spend our money. We want quality, we want to spend our money responsibly, and we want to know what we’re getting.

We believe that nerds can make the world a better place. In our stores, we want you to be able to see, hear, smell, and take part in the process. Each pair of jeans is unique and traceable so that you can easily tell when and where they were made. We only use raw denim in order to allow your daily use to create the wear and tear that gives your jeans character. You can also register your jeans and add to your history. If you ever grow out of your jeans, we hope to let them live on, allowing someone else to write the next chapter."